94% of my advertising is wasted, the only problem is that I keep on investing in it

So I'm sure you saw BIGResearch's 11th SIMM study, which reveal some interesting factoids, including the fact that just 5.5% of people fully pay attention to TV commercials when they come on.

"Whoa," as Keanu might say.

41.2% are channel surfing, 33.5% talking to others (in the room or on the phone) and 30.2% mentally tune out.

I wonder where IM'ing, checking e-mail and other web-related activities would fall (most likely the tuning out part), together with ad-zapping/skipping/TiVo/DVR-related activities (again, most likely channel surfing)

How accurate and/or representative is this finding? Deep down in your gut you just know it is closer to the real truth than not.

Adding to the cluttered environment aside, doesn't this just become a game of math at the end of the day i.e. assessing the calculated risks and rewards of weighing a success:failure exposure and reach rate of 5.5% against the propensity and probability of making one's quarterly numbers and keeping one's job?

There's got to be a better way that is both more efficient and effective, and commensurately less risky.

And of course, there is.

So why aren't more marketers taking this route? (cue: Super Bowl music NOW)